history

Through our association with the growth and development of the Amstel Golf Club, the management and organisational structure of GSM has needed to be constantly reviewed and improved to ensure the highest level of service is provided.

Meeting the challenge of overseeing the transition from operating a proven and established course, to operating two completely different styles of course geographically apart and with very different markets, has resulted in a multi faceted organisation capable of providing high quality service to a number of venues.

With this development came the opportunity to offer consultancy advice to other organisations within the golfing industry covering areas such as -

• Human Resource Management
  • Staff Manuals
  • Employment
  • Training

• Motorised Golf Cart Fleet Operation

• Purchasing and Related Promotions

• Marketing
  • Direct – SMS, E-mail, Websites, Newsletters
  • Database Maintenance
  • Point of Sale Displays, Ticketing
  • Clearance Sales

• POS Retail Systems

• Accounting, Secretarial and Business Planning

Amstel Golf Club’s championship course Ranfurlie, is a Mike Clayton designed members only venue, that has been rated in Australia’s top 50 golf courses for the last five years. The PGA of Australia have chosen Ranfurlie to host their tour school qualifying event since 2002. Even though it is a member’s course GSM has contributed significantly to the operation by providing a range of services for participants, officials and other key stakeholders.

The Park Course is currently one of Victoria’s most popular public access golf courses and draws visitors from all over the state. This former member’s course is now open to full public access and continues to be impeccably presented with its ‘resort style’ layout making it a popular venue for social and trade groups.

GSM facilitated the transition and has since managed the complex with a steady growth of green fee players. This growth has been the result of excellent course presentation, with GSM providing valuable input from the player’s perspective, a number of innovative playing options and a level of customer service not experienced at the majority of public access golf courses. Our aim is to attain a high level of repeat visitation by players allowing us to develop relationships that make them feel as if they are a golfing member of a private club.

Developing a database of individual and group green fee players has enabled significant and regular direct marketing campaigns. This database currently holds approximately 600 social golf groups, providing communication with in excess of 15,000 golfers. GSM has targeted these constituents via loyalty programs, exclusive offers and invitations to significant events, many of which are generated via impulse purchasing and effective merchandising techniques.

Database management has been the key to developing effective SMS and e‑marketing campaigns to a captive market. Green fee revenue has been maximised by requiring pre-payment during peak periods providing a steady source of revenue even during inclement or unfavourable conditions. Effective communication instigated by GSM with the Club Administration ensures mutual benefits are achieved for all parties.

Amstel Golf Club is unique in its position in the market. Located in Melbourne’s south eastern suburbs, the area is best described as young blue collar families with little disposable income. GSM has overcome this problem by continually offering value for money through an ever changing marketing program. The awareness to capitalise on the ever changing trends of the golfing industry has enabled GSM and Amstel Golf Club to prosper.

GSM continue to offer competitions and events such as the RDO Golf Tournaments, Weekend of Golf, weekly members competitions, coaching clinics, private golf tuition, junior golf initiatives and women specific events in an effort to attract new players to not only the game but to the Amstel Park Course.